Fundamentals of Writing a Pitch

Fundamentals of writing a [ ________ ] pitch.By Gleb Maltsev, @glebmaltsev

stoneful.com/presentation

Fundamentals of writing a [persuasive] pitch.By Gleb Maltsev, @glebmaltsev


Fundamentals of writing an [informative] pitch.By Gleb Maltsev, @glebmaltsev


Fundamentals of writing an [inspiring] pitch.By Gleb Maltsev, @glebmaltsev


Fundamentals of writing a [memorable] pitch.By Gleb Maltsev, @glebmaltsev


“THAT’S ONE SMALL STEP FOR [A] MAN, ONE GIANT LEAP FOR MANKIND.”— Neil Armstrong

Distinction’s 2009 Presentation Impact Survey, distinction-services.com

2:00:00

0:00:00

74.8%

>350 (POWERPOINT) PresentationsARE GIVEN EACH SECOND

Parks, Bob (2012-08-30), Bloomberg Businessweek

PITCHING AT THE HANNOVER MESSE.

MORE THAN 6,500 EXHIBITORS AND 220,000 VISITORS IN 2015.

91%

OF TRADE VISITORS USE THE H.M. WEBSITE FOR PLANNING

50% OF ALL VISITORS SAY THAT A

PERSONAL INVITATIONIS THE MOST IMPORTANTCRITERIA WHEN DECIDING TO VISIT THE TRADE FAIR.

hannovermesse.de/en/... /lead-services

FROM 8 TO 4 WEEKSBEFORE THE TRADE FAIR, IS THE BEST TIME FORLETTING PEOPLE KNOW THAT YOU’RE ATTENDING.


OCT NOV DEC

MAY JUN JUL AUG

JAN FEB

SEP

25 - 29 APRIL, 2016

APRMAR


OVER 6,500 EXHIBITORS

32 BOOTHS ARE VISITED ON AVERAGE BY VISITORS

HOW DO YOU STAND OUT?

PITCHING AT THE BYGG REIS DEG.

MORE THAN 500+ EXHIBITORS AND 50,000 VISITORS IN 2013.

PITCHING AT THE MOBILE WORLD CONGRESS.

MORE THAN 2,000 EXHIBITORS AND 93,000 VISITORS IN 2015.

PITCHING INVESTORS / COMPANIES AT SLUSH.

MORE THAN 3,500 COMPANIES AND 14,000 VISITORS IN 2014.

[AUDIENCE] [RESEARCH] [GENERATES IDEAS] FOR [FEEDBACK] BEFORE A [SCRIPT] ISTURNED INTO [STORYBOARDED] [VISUALS]FOR [REHEARSAL].MNEMONIC DEVICE

RESEARCH

AUDIENCE NEEDS

GENERATING IDEAS

ORGANIZING IDEAS

COLLECTING FEEDBACK

WRITING A SCRIPTSKETCHING A STORYBOARD

DESIGNING VISUALS

REHEARSAL

“THE FIRST DRAFT OF ANYTHING IS SH*T.”— Ernest Hemingway

IT MAKES FOR GREAT CREATIVE FERTILIZER.

YOUR STORY IDEA

IT MAKES FOR GREAT CREATIVE FERTILIZER.

“SPACEX SEEKS THE TOP TALENT ON THE PLANET.”

ONE MORE THING (THE ACTUAL RESOLUTION)In the next three to four years, SpaceX is looking to hire a 1000 exceptional individuals in Seattle to enable human life on Mars.

On December 8, 2010 SpaceX, a manufacturerof advanced rockets,

became the first commercialcompany in history to send aspacecraft

into orbit and return itsafely to Earth.

WHEN WHO WHAT WHERE

CONTEXT CONFLICT SOLUTION COMPLICATIONA feat that at the time, was only accomplished by six nations orgovernment agencieswith technology thathad been developedforty years ago.

This meant that it cost from 28 to 38 thousand dollars to put a kilo of cargo into orbit. Thisequated to more than $50million for a single satellite.

Because of this, SpaceX hasdeveloped the Falcon 9 to cutthe launch cost to less thanone tenth of the competition.The model changed the industry.

By 2012, SpaceX had more than enough contracts with 40 launch missions and oneto develop a next generation crew-carrying capsule for NASA.What it did not have, was enough people to deliver on those contracts.

BECAUSE OF THAT AND THEN UNTIL FINALLY CLIMAX

SpaceX had to aggressivelypursue the top 1% of thepopulation by looking fortalent at the world’s bestengineering programs.

It had to filter based onhardware and softwareexperience, engineeringcompetition results, GPAs,SATs, drive and grit.

The hiring spree turned SpaceX, a company with 1800 people in 2012, to one with over 3000within a single year.

By October 2013, the company had grown to over 3800 peopleall across the U.S. and built one of the most formidable engineering teams in history.

IN THE ENDSpaceX is like special forces, it does missions that others think are impossible.From automotive to software gaming to electronics, we seek the top technological talent on the planet.Get in touch if you think you’ve got what it takes to change the future of humanity.

SET-UP

CONFRONTATION

RESOLUTION

THE STORY SPINE

THE HEDGEHOG AND THE FOXA story of two principles, a single lesson in communication.

“THE FOX KNOWS MANY THINGS...” — Greek poet Archilochusis, c. 650 B.C.

“...BUT THE HEDGEHOG KNOWS ONE BIG THING.” — Greek poet Archilochusis, c. 650 B.C.

FOXES HEDGEHOGS

THOMAS EDISONADAM SMITHWASHINGTONDARWINEINSTEINELON MUSKPLATO DANTEPASCALNEWTONDOSTOEVSKYNIETZSCHEMARXCHURCHILLSTEVE JOBSREAGANWARREN BUFFETT

BEN FRANKLINNICOLA TESLAHERODOTUSARISTOTLEERASMUSSHAKESPEARE MONTAIGNEMOLIÈREGOETHEPUSHKINBALZACJOYCEANDERSONBILL GATESBILL CLINTON

DO YOU HAVE THE [S.T.O.N.E.S.] TO TELL YOUR STORY?MNEMONIC DEVICE

[T] RUTHFULNESSPresent references, cases and data relevant to the prospect.Be transparent in communicating what your company is about.

[O] RIGINALITYDid you know that our [ _______ ] are used on the [ _______ ]?An original big idea will be remembered if you’re 1/1000 attendees.

[N] UANCEStay specific. “We have a wide range of products.” – is too general.

[S] TRUCTUREDoes your story have a big idea, a spine and a call-to-action?

[S] IMPLICITYHave a detailed catalogue for support but avoid overwhelming your prospect who would be just getting to know you and the company. Too much choice can lead to decision angst. Guide them instead.

[E] MOTIONFinding the right approach to a lead can be hard at times, especially for Nords. You will do well to show empathy, interest and excitement.

Use: “Our best selling product X has recently won a quality award.”

80%

100%

SIMPLICITY

TRUTHFULNESS

ORIGINALITY

NUANCE

EMOTION

STRUCTURE

20%

40%

60%

“BUSINESS AS USUAL”

0%

Partly inspired by “Made to Stick: Why Some Ideas Survive and Others Die”, Chip Heath & Dan Heath, 2007

STORY ANALYSIS

S.T.O.N.E.S.

80%

100%

SIMPLICITY

TRUTHFULNESS

ORIGINALITY

NUANCE

EMOTION

STRUCTURE

20%

40%

60%

“TECH TALK”

0%

STORY ANALYSIS

S.T.O.N.E.S.


80%

100%

SIMPLICITY

TRUTHFULNESS

ORIGINALITY

NUANCE

EMOTION

STRUCTURE

20%

40%

60%

“WATER COOLER TALE”

0%


STORY ANALYSIS

S.T.O.N.E.S.

80%

100%

SIMPLICITY

TRUTHFULNESS

ORIGINALITY

NUANCE

EMOTION

STRUCTURE

20%

40%

60%

“WHERE DO I SIGN?”

0%


STORY ANALYSIS

S.T.O.N.E.S.

“WHO IS YOUR AUDIENCE?”

[AUDIENCES] [EXPECT] [EMPATHY] FOR THEIR [PROBLEMS] AND [CONCERNS] BEFORE THE [NEXT STEPS].MNEMONIC DEVICE

WHAT IS YOUR AUDIENCE LIKE?Sit in their chair. Find out what they go through every day.Sketch out their ethos. Get to know their story. Answer the question of why are they important to you?

WHAT ARE THEIR EXPECTATIONS?The audience is the star. You are the guide. Why are they at the event? Did they want to participate or somebody told them to? Ask, listen.

WHAT KEEPS THEIR BLOOD PRESSURE UP?Show understanding of and empathy towards their fears and pain. Then see if you or somebody else can solve it. Reciprocity works.

HOW CAN YOU SOLVE THEIR PROBLEM?A list of features and technical specs will be forgotten. A story will not. Show how your product is improving the lives of people like them.

WHAT ARE THEIR CONCERNS?Always address concerns. Beyond the usual references, projections. Resistance to new ideas/products is a healthy sign of engagement.

WHAT ARE THE NEXT STEPS?Answer “What now?” Be clear on what is that they need to do next.

ETHOSYour personal story. Why will people listen to you?Can the people relate to your experiences?

PATHOS“Comfort me. Amuse me. Touch my sympathies. Make me sad. Make me dream. Make me laugh. Make me shiver. Make me weep. Make me think.”

— Guy de Maupassant

LOGOSAnalysis, Structure, Data, Argumentation, Cases.Is what you are saying making sense?

“WHAT MAKES A GREAT PITCH?”

GO ANALOG.THE BEST WAY TO FOCUS ON YOUR MESSAGE.

INCLUDE EVERYTHING.

THEN EDIT.

SEWING TOGETHER A STORY...

...THROUGH JUXTAPOSITION.

WHAT IS

WHAT COULD BE

WHAT IS

WHAT COULD BE

MIND THE CRUMBS.

[OPEN], [EXPLORE] AND [ENCOURAGE]CONVERSATIONS WITH [PARAPHRASE],[QUESTIONS] AND [PAUSES] TO [LISTEN].MNEMONIC DEVICE

BE A CONVERSATIONALIST.

YOU

PROSPECT

PREPARE QUESTIONS“WHAT IS YOUR CONNECTION TO THE EVENT? ARE YOU [...] OR [...]?”

PAUSE AND LISTEN“[ ........................................... ]”

EMOTIONAL OPENING“I’M EXCITED ABOUT THE SPEAKER LINEUP [...], ARE/DO YOU [...]?”“THE [...] HAS SOME IMPRESSIVE TECH, HAVE YOU SEEN [...]?”

ENCOURAGENOD. SMILE. REACT.

PARAPHRASE“SO WHAT YOU’RE SAYING IS [...]”“IT SOUNDS LIKE YOU [...]”

EXPLORE“WHAT IF [...]? HAVE YOU CONSIDERED [...]? HOW WOULD YOU [...]?”

Who are you?

What is the problem or opportunity?

What are you doing about it?

How does this create value for the audience?

Can we meet again?

THE GOOD OLD ELEVATOR PITCH

INTRO

HOOK

VALUE

SOLUTION

CALL-TO-ACTION

“ONE MORE THING...”

Presentations & Public Speaking

Fundamentals of Writing a Pitch